The Impact of eCRM on Loyalty and Retention of Customers

In this competitive telecommunication world offering value and upper hand service with respect to the existing demand in target market and need for customer satisfaction seems to be essential in the Iranian mobile telecommunication field. This study is carried out to find the appropriate strategic marketing model with implementation of electronic Customer Relationship Management (eCRM) system to gain loyal and retained customers for Iranian mobile telecom operators. It enables the managers of these operators to implement the impressive and consistent eCRM system and match it with the Iranian culture to create more loyalty to get the best results in order to gain more retained customers.